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French fair trade coffee buyers’ purchasing motives: An exploratory study using means-end chains analysis

Author

Listed:
  • Florence de Ferran

    (LR-MOS - La Rochelle - Management, Organisation & Société - CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Klaus Grunert

    (Aarhus School of Business)

Abstract

Considering the growth of fair trade product consumption in European countries and the expansion of its distribution to different kinds of distribution networks in reply to increasing consumer sensitivity to the ethical characteristics of a product, it becomes important to understand it better. In this paper, we examine the motives and the values underlying this purchase through a laddering methodology with 54 French fair trade coffee purchasers. A quantitative analysis of the ladders allows us to define several groups of motives that are socially and individually oriented. Moreover, our results demonstrate that the retail store chosen (supermarket (SM) or specialized store (SS)) have to be taken into account to implement efficient marketing strategies because there are different motives for purchase in the two locations. SS purchaser is motivated by a wish to protect the environment and to participate in alternative economy, whereas SM purchaser is more focused on a respect for the human rights.

Suggested Citation

  • Florence de Ferran & Klaus Grunert, 2007. "French fair trade coffee buyers’ purchasing motives: An exploratory study using means-end chains analysis," Post-Print hal-02539044, HAL.
    • Handle: RePEc:hal:journl:hal-02539044
    DOI: 10.1016/j.foodqual.2005.11.001
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    Citations

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    Cited by:

    1. Alvina Gillani & Smirti Kutaula & Leonidas C. Leonidou & Paul Christodoulides, 2021. "The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy," Journal of Business Ethics, Springer, vol. 169(3), pages 557-577, March.
    2. Ahmed Moustapha Mfokeu & Elie Virgile Chrysostome & Jean-Pierre Gueyie & Olivier Ebenezer Mun Ngapna, 2023. "Consumer Motivation behind the Use of Ecological Charcoal in Cameroon," Sustainability, MDPI, vol. 15(3), pages 1-22, January.
    3. Robbe Geysmans & Lesley Hustinx, 2016. "Placing the distant other on the shelf: An analysis and comparison of (fair trade) coffee packages in relation to commodity fetishism," Sociological Research Online, , vol. 21(1), pages 35-40, February.
    4. Bo Yu & Gregory E. Kersten & Rustam Vahidov, 2022. "An experimental examination of credible information disclosure, perception of fairness, and intention to do business in online multi-bilateral negotiations," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 217-237, March.

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